Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry

Antecedents and consequences of brand hate: empirical evidence from the telecommunication industry

Purpose – The purpose of this study is to place the antecedents and consequences of brand hate in the context of negative consumer–brand relationship in the telecommunication industry. It provides a response to the existing gap in the research on brand hate in consumer behavior in service brands. De...

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Bibliographic Details
Main Authors: Olavo Pinto, Amélia Brandão
Format: Article
Language:English
Published: Emerald Publishing 2021-02-01
Series:European Journal of Management and Business Economics
Subjects:
Brand hate
Brand avoidance
Negative word of mouth
Negative experience
Relationship marketing
Behavioral insight
Online Access:https://www.emerald.com/insight/content/doi/10.1108/EJMBE-04-2020-0084/full/pdf

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https://www.emerald.com/insight/content/doi/10.1108/EJMBE-04-2020-0084/full/pdf

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